The Magic Behind Cineplex's Marketing

Delivering a blockbuster experience to customers was Cineplex’s goal, but their marketing tech was holding them back. With a target of 1 million incremental ticket sales in 2025, the team needed a way to move faster, get more relevant, and make each message feel tailor-made for every recipient.

To make personalization the star of the show, Cineplex rebuilt their tech stack with Adobe Journey Optimizer (AJO) and partnered with Movable Ink. With AJO powering data and journey management, Movable Ink transformed that information into personalized, visually engaging modular content that flexed across channels.

Together, this pairing allowed Cineplex to move faster, scale creative efficiently, and deliver experiences that felt timely and relevant to every moviegoer.

Cineplex put loyalty in the spotlight and turned Scene+ points into a show everyone wanted to see. By leveraging their existing Scene+ platform, the team launched animated progress bars that revealed members’ real-time points status and how close they were to rewards like free movies, or concession items like popcorn.

The visuals were easy to follow, personalized in real time, and existing assets were repurposed to deliver value quickly without starting from scratch. By leveraging Scene+’s points API and creative through the Movable Ink partnership, members experienced a seamless, cohesive loyalty journey.

To make personalization the star of the show, Cineplex rebuilt their tech stack with Adobe Journey Optimizer (AJO) and partnered with Movable Ink. With AJO powering data and journey management, Movable Ink transformed that information into personalized, visually engaging modular content that flexed across channels.

Together, this pairing allowed Cineplex to move faster, scale creative efficiently, and deliver experiences that felt timely and relevant to every moviegoer.

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Cineplex put automation center stage, turning what used to take hours into a smooth, high-speed production. By integrating Movable Ink into Adobe and Cineplex’s site APIs, campaign build times dropped by 87.5%.

Dedicated film emails automatically populated trailers, posters, and showtimes using unique filmIDs, eliminating hours of manual work. The modular design let the team test, iterate, and scale campaigns rapidly, turning every launch into a well-orchestrated feature presentation with minimal effort.

When moviegoers left their seats behind, Cineplex responded with visually rich, cinematic emails. Dynamic film information—including showtimes and trailers—was pulled directly from APIs, while custom CSS, blur effects, and stacked rich content created an immersive inbox experience.

The refreshed design boosted ticket conversions by 4%, showing that when paired with smart data, even the smallest addition can deliver blockbuster results.

Cineplex made finding showtimes effortless by embedding dynamic modules in emails, showing each customer the latest showtimes for their favorite theater the moment they open. Guests could view IMAX, 3D, AVX, and other experiences, like regular or recliner seating, prioritized by format, and click straight to the exact seat map without searching or refreshing.

Real-time updates kept availability accurate, removing friction and making it easy for customers to book their perfect seats—all while boosting conversions along the way.

• Make personalization cinematic. Every message should feel like a 1:1 blockbuster experience, tailored to the individual.
  
• Repurpose creative assets. Reuse and adapt existing content to speed production while keeping your brand consistent.
  
• Empower teams to be self-sufficient with marketing tools. When creative, marketing, and other teams can build and manage campaigns directly, it opens up new possibilities and boosts workflow efficiency.
• Automate to accelerate. Use automation to reduce manual work, giving teams more time for testing and optimization.‍
• Leverage APIs for live experiences. Connect to the same APIs that power your web and app so emails and messages are always up-to-date at the time of open.